• June 10, 2008

Mobile entertainment company Greystripe has signed a deal with German wireless service Simyo to offer its catalog of ad-supported games and applications to the carrier's subscribers.

Greystripe's AdWrap Catalog Platform serves ads into more than 800 mobile games across 1,400 handset models. The company said the Simyo deal--among its first with a mobile virtual network operator (MVNO)--shows that ad-supported content is beginning to gain acceptance by wireless providers.

Most of Greystripe's 70 distribution deals so far have been with off-deck mobile content and social networking sites.

Simyo offers a no-frills, prepaid wireless service available in Belgium, the Netherlands and Spain as well as Germany. About 7% of German mobile users played a downloaded game as of March 2008, according to M:Metrics.

--Mark Walsh